Disney's return to theme park dominance in Florida

    Authors

    B. M. Braun;M. D. Soskin

    Comments

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    Abbreviated Journal Title

    Tour. Econ.

    Keywords

    price coordination; parallel pricing; theme park demand model; theme; park demand elasticities; TIME-SERIES; UNIT-ROOT; Economics; Hospitality, Leisure, Sport & Tourism

    Abstract

    This paper investigates the increasing evidence that Disney has restored its market share dominance and price leadership power in the Central Florida theme park market, while reasserting this region as the base for its global empire. Disney appears to have weathered deep-pockered challenges from Universal Studios and Las Vegas Hotels Successfully, as well as addressing concerns about its ageing brands, adverse demographic trends and posc-9/11 international travel restrictions. After analysing attendance data series and updating ticket price patterns, the authors design a classical attendance demand model to investigate alternative explanations for Disney's Surprising re-emergence. The model generates estimates of critical elasticities with rival theme park admission prices, gasoline prices, airfares, income and Currency exchange rate fluctuations. These findings are pitted against conventional wisdom In explaining Disney's resurgence.

    Journal Title

    Tourism Economics

    Volume

    16

    Issue/Number

    1

    Publication Date

    1-1-2010

    Document Type

    Article

    Language

    English

    First Page

    235

    Last Page

    250

    WOS Identifier

    WOS:000275608400015

    ISSN

    1354-8166

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